Editorial Board   Guest Author

Mr. Shephard

David Shephard

Chief Executive Officer, Readiness Resource Group

David Shepherd is Chief Executive Officer for Readiness Resource Group, a veteran-owned small business founded in 2007 and based in Las Vegas, NV. RRG supports national preparedness, enterprise resilience and infrastructure crisis and risk programs. RRG execute programs in planning, training and exercises for the critical infrastructure; test and evaluation of technologies for emergency responders; assessments and technology integration for preparedness and prevention mission support; and develop and integrate special technologies for counter-intrusion and counter-surveillance applications. RRG provide operational know-how and technical assistance to enhance infrastructure protection and national preparedness with emphasis on the nexus between public safety and critical infrastructure owners/operators. From requirements analysis to systems integration, RRG advances the emergency, crisis and risk management mission with integrity and ingenuity in service. From 1999 to 2006, Mr. Shepherd was the Executive Director of Security at Venetian Resort Hotel Casino responsible for physical security, background investigations, terrorism, EMT coverage, construction security and special investigation. The Venetian is the fourth largest hotel in the world and includes ten million square feet of space in suites, shopping mall, night clubs, restaurants, theaters, convention space and casino. Operated the Emergency Command Center on natural disasters, life safety, terrorism and health concerns. During this same period Mr. Shepherd was also an instructor at University of Nevada at Las Vegas (UNLV) where he instructed undergraduate students in Criminal Investigations, and Criminal Evidence. He was a guest instructor for the Institute of Security Studies, Masters Program, specifically focusing upon Commercial Facilities preventive measures and Emergency Command Center Operations. Mr. Shepherd worked for the Federal Bureau of Investigation from 1975 to 1999 where he had twenty-two years experience in SWAT operations as Team Leader and Coordinator in domestic and foreign terrorism, kidnappings, extortions, fugitives, violent crimes and narcotics. He coordinated operations with local, state, federal, military (Navy Seals, Delta Force, Special Operations) and International law enforcement operations. He operated the Forward Command Center (FCC) for nuclear incidents (Nevada Test Site), and established aircraft hijacking exercises at McCarran International Airport and supervised criminal investigations in hostage situations and major criminal violations, such as armored car robberies, telemarketing frauds and arrested FBI Top Ten Fugitives over the course of his career. Before working for the FBI, Mr. Shepherd served as an officer in the U.S. Marine Corps where he was the physical fitness coordinator at Officer Candidate School, Quantico, VA. Mr. Shepherd was responsible to train officer candidates in the obstacle course, confidence course, bayonet fighting, hand-to-hand combat and all aspects of physical fitness. He graduated from the University of Utah with a B.S. in Marketing; from Golden Gate University with an M.B.A. in Management; and from Golden Gate University with an M.P.A. in Criminal Justice.

Mr. Shephard can be contacted at 702.685.0164 or shepherd@readinessresource.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.